A quick look at how the Aussie glossy books fared for the month of October...
The Australian Women's Weekly really pushed its advertising and advertorial limits to maximum capacity, with promotions for its Product of the Year awards scattered throughout the issue and a further 18 dedicated pages fleshing out the book. There were also 11 pages of 'Weeknights With the Weekly' advertorial and various other single page promotions. Given ACP's renewed focus on practising "good journalism", perhaps a higher editorial to advertorial ratio will soon come into effect?Advertorial creep is also becoming an issue with stablemate SHOP Til You Drop, where it's hard to distinguish what's sponsored and what's not. Cleo and Cosmopolitan both experienced ad falls month-on-month, while both Vogue and Harper's BAZAAR have come down off their September issue highs, with 44% and 45% ad/marketing content respectively compared to last month's shared 50% result. Marie Claire, Madison and InStyle appear to be the most stable titles in terms of their ad to editorial offering comparing month-on-month data. Indie titles RUSSH and Frankie still represent good value for reader money and less cluttered platforms for ad cut-through.
Compare with the GWAS September Issue Glossy Snapshot.Yours truly,
Girl With a Satchel
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